Don’t Be Scared to See Your Customer Feedback Shadow

By: Lisa Sigler

February 4, 2016

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Did you pay attention to the groundhog this week? Silly as it seems, the custom of the groundhog seeing his shadow can actually teach us some important lessons about using customer feedback. A version of this article was originally posted on

It’s February now, which in the U.S. means the arrival of Groundhog Day. Each February 2nd, all eyes turn to a large rodent in Pennsylvania to predict the weather—specifically, how much longer winter will last.

Tuesday morning, famous groundhog Punxsutawney Phil emerged from his burrow. He did not see his shadow, so tradition dictates that we should expect an early spring. Had he seen his shadow, he would have retreated back into his shelter for six more weeks of winter.

So what can we learn about customer feedback from this strange little holiday?

You’ve got to look. Punxsutawney Phil won’t know if he sees his shadow unless he comes out of his burrow. In order to make their annual Groundhog Day festival a success, the Punxsutawney Groundhog Club members coax the famous rodent from his den in order to get a determination.

Many organizations treat their customer feedback the same way—they simply don’t look. Despite it being a rich source of data about buying trends, customer loyalty, and even possible lawsuits, customer feedback is ignored or, at best, not properly analyzed. Customer feedback comes from emails, social media, review sites, call center calls, point of sale records, and more. But you have to look at it to know if it is predicting mild customer weather or an oncoming storm.

Ready for tips to avoid “hibernation” and relying on old traditions? Continue reading on CustomerThink.


Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.